Connected Conversations in Insurance: CJ Hutsenpiller

I sat down with CJ Hutsenpiller, a second-generation agency owner, to talk about a lead generation strategy that’s been a game changer for his agency—contests. CJ shared how he’s used giveaways, including Taylor Swift Eras Tour tickets, to attract high-intent prospects and build real connections. 

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The Problem with Traditional Lead Generation

A lot of agents get stuck in the same old lead generation routine, relying on vendors that deliver low-quality leads and terrible conversion rates. CJ doesn’t sugarcoat it, pointing out that many of these purchased leads are basically a waste of time, leaving agents feeling frustrated. But here’s the thing: contests are a lead gen strategy that actually works, bringing in high-quality results.

Why Contests Work Wonders for Lead Generation

Enter the humble contest. CJ has cracked the code on using contests to generate high-quality leads while building buzz in the community. The best part? It's scalable for agencies of all sizes.

Here's why contests work so well:

1. They're fun and engaging for potential customers
2. You can target specific demographics based on the prize
3. It's a soft way to collect contact info and gauge interest in quotes
4. Contests build your marketing list for future outreach

Structuring an Effective Contest

Ready to run your own contest? Here's CJ's formula for success:

1. Choose an enticing prize: Think items people want but wouldn't necessarily buy for themselves (like a Yeti cooler)
2. Keep the entry form simple: Name, email, phone number, and a single question about quote interest
3. Make it legal: Ensure your contest follows state regulations (in most cases, it's totally fine!)
4. Set clear goals: Know how many entries you need based on your prize value

The Numbers Don't Lie: Contest Results

CJ's got the data to back up his contest strategy. Here are some eye-opening stats:

• 10% of entries typically say "yes" to a quote
• Of those interested, 60-70% will actually let you quote them
• Your normal close ratio applies to the quotes given

And don't get discouraged by a "no." CJ adds all of the "no" participants to a custom audience for future marketing, building a valuable database over time.

Promoting Your Contest: Distribution is Key

You've got a great contest, now how do you get the word out? CJ uses a three-pronged approach:

1. Personal social media: Leverage your team's networks
2. Paid advertising: Facebook ads and targeted mailers
3. Community groups: Share in relevant local Facebook groups

Pro tip: Use different trackable links for each team member to assign leads and incentivize participation.

Following Up: From Contest Entry to Customer

The magic happens in the follow-up. Here's CJ's process:

1. Automate lead creation in your CRM
2. Assign leads to agents (round-robin style)
3. Send an immediate text message to interested parties
4. Follow your standard lead nurturing process

Remember, the goal is to start a conversation. Even if they're not ready to buy now, you're building relationships for the future.

Contests are a powerful, fun, and cost-effective way to generate leads for your insurance agency. By choosing the right prizes, targeting your ideal audience, and following up effectively, you can build a steady stream of interested prospects.

Ready to shake up your lead generation strategy? It's time to get creative and launch your first contest!